Research group at imec & Vrije Universiteit Brussel

Natasja Van Buggenhout


Personal Description

I am a self-proclaimed media and technology-addict. I am fascinated by digitalization, television and advertising. I love playing videogames and I keep up with the latest trends and developments in ICT. My academic interests are the personalization of advertising and media services (e.g. the tailoring and targeting of television commercials to fit your needs and preferences), the value of data (e.g. the exploration of why and how big data has become big business), digital leadership (e.g. the digital strategy and competences of leaders in the digital age), digital business transformation (e.g. the impact of digitalization on the future of work), digital literacy (e.g. the different profiles of media users and digital inequalities) and qualitative user research methodologies (e.g. the development of projective techniques).

In 2016, I placed third laureate at the Flemish Regulator for the Media Thesisprijs with my bachelor paper on targeted advertising via IDTV in Flanders. In that same year, I did an internship at imec-SMIT for the IDEALiC research project. In 2017, I wrote my master’s dissertation on the subject of digitalization and leadership. I developed a profile that can be used to communicate about the competences, skills and learning paths of digital leaders. I graduated magna cum laude as a Master of Science in Communication Studies (Vrije Universiteit Brussel, 2017). My graduate specialization is Media, Strategic communication and Marketing. On my Researchgate profile you can find some of my publications and more information about the projects I am currently working on.